Behind The Gloves packs a punch

Called The 7th Punch, and entirely AI-generated, this film for Behind The Gloves is set in 1970s Mexico, where the film states that the mythical seventh punch first originated.

While AI-generated films may still divide opinion, there's no doubt that their realism continues to improve and this one, created by Brothers & Sisters London and produced by Everything is Computer, an AI production company launched in 2025, tells the story of the fictional Hector Enrique Gonzalez.

Traditionally, six punches [jab, cross, lead hook, rear hook, lead uppercut and rear uppercut] have formed the foundation of boxing, but this film introduces us to Gonzalez, a fearsome Mexican boxer who, briefly, gave the seventh punch to the sport, "a punch no one sees coming", before tragedy struck. 

Behind The Gloves uses boxing, fitness and corporate engagement to host wellness experiences and raise funds for charitable causes, and the idea behind the campaign is that life will inevitably hit us with something we’re not expecting, but sometimes the most important fight is what we choose to do next. 

“Brothers & Sisters have been incredible partners, defining the idea that in both boxing and in life The 7th Punch is the hardest to take," said Lee McFarland, Founder of Behind The Gloves. "They understood from the beginning that this was about far more than producing a film, it was about telling a deeply human story with honesty, sensitivity and impact."

"There are six punches in boxing," added Andy Fowler, Founder and ECD of Brothers & Sisters. "We invented a seventh to represent the life event no one saw coming. It’s what all our Midnight Mayhem amateur fighters are overcoming. And it’s why they deserve our support."